29 July 2013 0 Comments

Online campaign: 7 tell tales you will hit the rock

Author: yinkaolaito

Yinka Olaito is happy,excited and passionate Communications & Media specialist, Trainer and speaker. Yinka Olaito helps Profits and Non-profits with effective communication and positioning for premium service delivery and returns. Yinka Olaito also has special interest in Development Communication and has consulted for noted UN Agencies. Yinka Olaito is the CCO of Michael Sage Consulting(Communication/digital media), African Child Education Right Initiatives(NGO) and Content Director, Africa Development Talk( online Platform for discussion on Policy, Governance, development across Africa) and Africa Foundation for Young Media Professionals


Online campaign failure,Social Media crisis, Digital Media strategy, online communication crisis, How to avoid social Media crisisSequel to our last post, we have gotten lots of feedbacks ranging from ‘what are the essentials of online campaign, how will I know the campaign will fail, what must I do if campaign is failing, how to prevent bad reputation damage as a result?’  we took some of these questions into consideration and therefore come up with this piece. While there are thousands of reasons why online campaign fails, we want to focus on the following and if need be, based on responses again, we may do a follow up.

No clear, vivid message: a campaign is not just a ‘me too’ journey. It is hinged on a definite message, idea which you hope to strengthen or change. The idea or message must be crystal clear to you and the audience. There is no middle of the road/sitting on the fence in this. Be sure your message, focus is so clear and not ambiguous. This will ensure no one mistake for something else or is confused about this. Without this, the campaign will hit the rock

Online platforms’ cultural norms: different online platforms have their own culture and demands. Platform users’ expectations differ even though we   may say this person is my friend on the other platform. When you make a decision to play in any online platform, take time to understand its culture, orientation and be sure your contents, interactions are well intentioned towards obeying such issues. Playing a mass market game on every platform will make the campaign goes sour.

Haphazard content: in addition to the above, make your content consistent win the campaign goal. Also ensure the content follows different online platforms demands. In other words, make the content consistent. Be sure you customize it for different platforms. Once in a while content publishing may not work.

A focus on wrong audience: Your campaign does not to reach all the global online audience to be successful. Nothing fails like such an approach. Be able to describe who you want to reach with your campaign. Absence of this will create issues. Besides it leads to avoidable wastages.

The more may not be merrier: It is always good to reach different and diverse audience, but do note, sometimes the more the merrier strategy may not always hold water. This is the reason many online platforms have segmentation tools.

Not very clear  about what you want the audience to do: Be sure you are very clear on what kind of support, responses you want from the audience/target. No room must be opened for any form of ambiguity. Next point will explain this better.

 Lack of proper or clear channel/management of emotion and hashtag:   Management of emotion and desired outcome must be clear. Do you remember why ‘MacDonalstories’ campaign failed? MacDonald wanted people to share nostalgic feelings of their Happy hour meal.  The concept was to get great and positive stories of its customers but this was not clearly stated. Audience misconstrued this and started sharing bad experiences. The campaign was eventually suspended.

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